Another reason academics and practitioners should communicate more

Journal of Marketing Research

Volumn 44, Issue 1, 2007, Pages 23-25

  Lodish, Leonard M ^a  

^a UNIVERSITY OF PENNSYLVANIA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 34247242265     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.44.1.23     Document Type: Article

References (5)

1. Abraham, Magid and L.M. Lodish (1990), "Getting the Most Out of Advertising and Promotion," Harvard Business Review, 68 (May-June), 50-60.
2. _ and _ (1993), "An Implemented System for Improving Promotion Productivity Using Store Scanner Data," Marketing Science, 12 (3), 248-69.
3. Bronnenberg, Bart J., Sanjay K. Dhar, and Jean-Pierre Dubé (2007), "Consumer Packaged Goods in the United States: National Brands, Local Branding," Journal of Marketing Research, 44 (February), 4-13.
4. Lodish, Leonard, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and May Ellen Stevens (1995), "How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments," Journal of Marketing Research, 32 (May), 125-39.
5. _ and Carl Mela (2006), "If Brands Are Built over Years, Why Are They Managed over Quarters?" working paper, the Wharton School, University of Pennsylvania.